I have never advertised before
If you’ve never advertised before then you have come to the right place. This site will help you to structure your thinking and point you in the right direction to get expert help.
3 things you can do to get started:
Read through the site to get a base understanding of the market
Start to think strategically about your business using the SWOT framework
Research what your competitors are doing - benchmark
How can I build on my social media campaigns?
Social media has transformed the way small businesses communicate with their existing customers and find new ones. Used effectively it can be a great CRM (customer relationship management) platform and customer acquisition tool. Used alone, it may not grow your business and brand as efficiently and effectively as combining it with other channels.
This slide from Thinkbox demonstrates how online businesses (the likes of Amazon, ebay, facebook as well as smaller but equally well known retail brands such as notonthehighstreet.com, lastminute.com, Harry’s razors) are now the biggest category of investors in TV. Whilst they only exist and sell online they still understand that the reach delivered by offline media is the thing that drives their business.
3 things you can do to stretch into new channels with confidence
Consider testing the addition of one extra medium into your plan
Set up the test to ensure you can read results
Focus on one region to upweight or keep a control region
For a simple guide to structuring a media test
I have tried advertising but it hasn't delivered. What am I doing wrong?
Have patience! The immediate impact that can be seen from sales activation channels will not be as evident through more brand-building channels. They work over different time-scales. You need to do both of these things to really get the forward thrust needed to drive a business.
3 things you can do to understand how your marketing is working
Check the balance of brand and sales. The ideal split is 60/40 in favour of brand although this varies slightly by category for a longer-term piece of work.
Consider testing different weights in different regions to understand the business drivers.
Check your competitors: what are they doing? Is it working?
For more advice on the balance of brand-building and sales activation
I'm advertising regularly but would like some help to make sure I'm getting the most out of it!
No matter how big or small your business, it makes sense to check in regularly to make sure everything is on track and delivering against the objectives.
- Determine what you think is working and what isn’t. Do you see any uplift in sales, are more people enquiring or are more people aware of your business? Data is great, but so are anecdotes. What do/does your sales team/sales person think?
- Undertake a thorough evaluation of each aspect of your business – be honest about where you have knowledge gaps, where you need to improve, who you admire from a marketing perspective and what you might want to ‘steal with pride’ from them?
- Consider speaking to an agency for an outsider’s view.
Get a simple tool to help you evaluate your current position